AoM References

The AoM draws on thinking that spans decades, disciplines, and geographies. The references listed here include foundational academic research, practitioner frameworks, design systems, and industry standards from across marketing, strategy, organisational psychology, behavioural science, and design. This breadth is deliberate. The AoM's mission is to connect the best available thinking into a single coherent system, and that system is only as strong as the thinking it is built on. Where a reference has been used as the direct basis for a specific tool or fundamental, this is noted on the relevant tool or glossary page.

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Overview

Author	Works	Ideas
Aaker, D. A. & Joachimsthaler, E.	Brand Leadership: Building Assets in an Information Economy, Free Press, 2000	Brand portfolio, brand relationship spectrum
Aaker, D.	Aaker on Branding, Morgan James Publishing, 2014	Brand identity, brand equity
Antill, K. & Hastings, R.	Anatomy of Marketing, Ne-Lo / Unicorn Road, 2022	AoM framework, connected marketing system
Binet, L. & Field, P.	The Long and the Short of It, IPA, 2013	Short and long-term investment balance
Boston Consulting Group	The Product Portfolio, BCG, 1970	Portfolio matrix, prioritisation logic
Christensen, C., Hall, T., Dillon, K. & Duncan, D.	Competing Against Luck, HarperBusiness, 2016	Jobs to be done
Collins, J. & Porras, J.	Built to Last, HarperBusiness, 1994	Vision, purpose, enduring organisations
Court, D., Elzinga, D., Mulder, S. & Vetvik, O. J.	Consumer Decision Journey, McKinsey Quarterly, 2009	Non-linear customer decision making
Dietrich, G.	Spin Sucks, Que Publishing, 2014	PESO media model
Fogg, B. J.	A Behavior Model for Persuasive Design, Stanford Behavior Design Lab, 2009	Motivation, ability, behaviour change
Gray, D.	Gamestorming, O'Reilly Media, 2010	Visual thinking, collaborative frameworks
Holt, D.	How Brands Become Icons, Harvard Business Review Press, 2004	Cultural branding, iconic identity
IAB (Interactive Advertising Bureau)	Digital Advertising Standards and Guidelines, iab.com/guidelines, Ongoing	Digital channel classification and standards
IBM	IBM Design Language, IBM Corporation, 2024. ibm.com/design/language	Design principles, cross-functional standards
Jung, C.	The Archetypes and The Collective Unconscious, Princeton University Press, 1959	Archetypes, collective unconscious
Kahneman, D. & Tversky, A.	Judgment Under Uncertainty, Science, 1974	Cognitive bias, decision heuristics
Kapferer, J-N.	The New Strategic Brand Management, Kogan Page, 2012	Brand identity prism, strategic brand thinking
Keller, K. L.	Strategic Brand Management, Pearson, 2012	Brand equity, brand knowledge structures
Kotler, P. & Keller, K. L.	Marketing Management (15th ed.), Pearson Education, 2016	Marketing management, audience and value frameworks
Lafley, A. G. & Martin, R.	Playing to Win, Harvard Business Review Press, 2013	Strategy as integrated choices, where to play and how to win
Lecinski, J.	Winning the Zero Moment of Truth, Google, 2011	Zero moment of truth, digital decision making
Lencioni, P.	The Advantage, Jossey-Bass, 2012	Organisational health, values and mission
Lewis, E. St. Elmo	Financial Advertising, Levey Bros., 1898	AIDA model, awareness to action
Mark, M. & Pearson, C. S.	The Hero and the Outlaw, McGraw-Hill, 2001	Brand archetypes, personality frameworks
McCarthy, E. J.	Basic Marketing: A Managerial Approach, Irwin, 1960	4Ps marketing mix
Microsoft	Inclusive Design, Microsoft Corporation, 2024. microsoft.com/design/inclusive	Inclusive design principles
Ohmae, K.	The Mind of the Strategist, McGraw-Hill, 1982	3Cs strategic framework, customer, competitor, company
Olins, W.	The Brand Handbook, Thames & Hudson, 2008	Corporate identity, brand management
Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A.	Value Proposition Design, Wiley, 2014	Value map, customer profile, jobs to be done
Procter & Gamble	First and Second Moments of Truth, P&G, 2005	FMOT, SMOT, purchase and experience moments
Revella, A.	Buyer Personas, Wiley, 2015	Buyer persona methodology, audience insight
Ries, A. & Trout, J.	Positioning: The Battle for Your Mind, McGraw-Hill, 1981	Positioning as mental real estate, competitive positioning
Ritson, M.	Mini MBA in Marketing, Marketing Week, 2010–present	Marketing effectiveness, brand and activation balance
Sharp, B.	How Brands Grow, Oxford University Press, 2010	Distinctive assets, mental and physical availability
Sinek, S.	Start With Why, Portfolio/Penguin, 2009	Purpose-led organisations, golden circle
W3C	Web Content Accessibility Guidelines (WCAG) 2.2, W3C, 2023. w3.org/TR/WCAG22	Accessibility standards, inclusive digital design
Wheeler, A.	Designing Brand Identity, Wiley, 2017	Brand identity systems, visual design process

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